Antecedents of Consumer Misbehavior and Motivations
Abstract
This research builds a structural model considering the underlying dimensions leading to consumer misbehavior and tries to fill some of the gaps in the literature. The study is based on a survey of 481 consumers in Northeastern United States including with online instrument that had fifty-eight questions. Results showed that Pressure to buy which often results from peer or social pressure or both, Consumer norms and beliefs (or lack thereof), and consumer motivation all lead to consumer misbehavior engagement. This study was empirically conducted using the seven causes claimed by Fullerton and Punj (2004) to form the consumer misbehavior framework where misbehavior affected by multiple motivations. It is important for retail and trade organizations to educate misbehaving consumers and employees about the consequences of consumer misbehavior because ultimately, consumers end up paying a high price for such behaviors.
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